After the near-endless editorial calendars and social cards that swamp social media management in the Philippines, we sometimes let our minds wander to the event that gripped our hearts and minds in college: the UAAP. We cheered our hearts out for our team as school rivalries burned hot on the field—the same rivalries that ignite our social networks.
It's Season 78 and the biggest rivalries once again grip our attention, even if we're not alumni of the school. It's infectious, viral. We take sides. We're part of the duel. And we shout—with hashtags!
Ateneo vs. La Salle
The two top Catholic private schools in the country continuously duel for glory on the basketball court. Though it seems like forever, the rivalry only began in the late 80s because La Salle only entered the UAAP in 1986. But their rivalry appeared in time for the rise of the Internet. Their games drew more and more fans. In social networks, fans posted messages to raise morale. Before, during, and after games, expect hashtags of #GoAteneo and #OneBigFight to cheer for the Blue Eagles and #AnimoLaSalle and #GoLaSalle for the Green Archers.
La Salle vs. UST
Not as well known but strong nonetheless was the rivalry between Lasallians and Thomasians. On the basketball court, the two's fight were fueled by the duel between the Teng brothers, Jeron and Jeric. As the two faded from the limelight, the clash found expression in other sports, especially women's volleyball. For the Growling Tigers, #GoUSTe was their rallying cry on social media.
FEU vs. UE
Known as the Battle of the East or the Battle of Morayta, the two schools have been duking it out since UE entered the UAAP in 1952. Between them, they hold 37 UAAP basketball titles. On social networks, the Tamaraw’s cry #LeadTheCharge and #BeBrave while the Warriors unite under #KayaNatinTo and #EaststheBest.
UP vs. UST
The Separation of Church and State has found expression in the rivalry between the state university and the oldest Catholic university in the country in the most unexpected contest: cheerdance. Since the inception of the matches, the title has been passed between the two schools. Maroons in Twitter and Facebook cheer with their leaders under #UPFight and #TaasKamao.
NU and Adamson are the last two members of the UAAP. Though they aren't in the center of a storied rivalry, students and alumni still cheer for their respective teams under #GoBulldogs and #StrongerTogether for NU, and #UNAWAKANAHIMO and #SoarHigh for Adamson.
These rivalries fill our digital agency. The Philippines—and the Filipinos—find a need for these matches. They provide our lives with a narrative, creating structure and giving us something to believe in. With the help of social media, these stories take us out of our petty lives and make us feel closer than ever.